As the pace of everyday life continues to speed up, more people are finding comfort in the simple rituals that help them slow down, even if just for a moment. This season, CHAGEE invites Filipinos to rediscover calm through a thoughtfully crafted cup of tea.
Hojicha, a roasted Japanese tea known for its warm, toasty flavor and gentle finish, is quickly becoming a favorite across Asia. Now, it’s stepping into the spotlight in the Philippines as CHAGEE officially launches its Hojicha Genmai Milk Tea nationwide starting April 5, 2026.
At a time when consumers are leaning toward drinks that not only taste good but also feel good, CHAGEE’s newest offering delivers both comfort and intention in every sip.
A Thoughtfully Crafted Cup
Behind every cup of Hojicha Genmai Milk Tea is a meticulous process rooted in quality and craftsmanship. The tea leaves are harvested during the Grain Rain season, when they are at their most tender and flavorful. From there, CHAGEE applies its signature triple-roasting technique, enhancing aroma, removing bitterness, and creating a smooth, lingering finish.
The tea is then blended with premium roasted Wuchang grains, known for their natural sweetness and plump texture. The result is a beautifully balanced drink with a glowing amber hue, a nutty aroma, and a mellow, full-bodied taste that’s gentle on the stomach.
“We’ve been closely watching how tea preferences are evolving globally,” shared Christopher Rey Mendez Tiong, General Manager of CHAGEE Philippines. “Hojicha has been gaining strong momentum, and we felt that now was the perfect time to introduce it to Filipinos in a way that truly honors its quality and experience.”
A Moment of Lightness in Your Day
More than just a new drink, the launch centers on a lifestyle philosophy CHAGEE calls The Art of Lightness. With its naturally lower caffeine content and smooth, non-astringent profile, Hojicha Genmai Milk Tea offers a moment of calm amid a busy day, whether it’s during a quick break, a quiet commute, or a catch-up with friends.
To bring this idea to life, CHAGEE is rolling out a series of activations across Metro Manila this April. From sampling booths to community-driven experiences focused on mindful living, each touchpoint encourages customers to pause, reset, and enjoy the present moment.
Extending the Experience Beyond the Cup
Complementing the launch is a curated line of limited-edition merchandise designed to carry that sense of calm into everyday life. From tea-scented sachet charms to hand-poured candles that glow with Hojicha-inspired visuals, as well as stylish tote bags and thermal tumblers, each piece reflects the brand’s signature aesthetic and philosophy.
These exclusive items are available through special bundle promotions in-store and via the CHAGEE App, while supplies last.
Product Details at a Glance
- Product: Hojicha Genmai Milk Tea (Fresh Milk Tea Series)
- Sizes: Regular / Large
- Price: PHP 159 (Regular) / PHP 175 (Large)
- Availability: All CHAGEE outlets nationwide starting April 4, 2026
Ongoing Promotions
- Tea Scented Sachet Charm Bundle (from April 5):
- Buy 3 Large drinks and receive a complimentary tea-scented charm (PHP 525)
Carry Light Tote Bag Bundle (from April 8):
- Buy 2 Large drinks and add PHP 499 to get a tote bag (PHP 849)
Sip Light Bundle (from April 8):
- Buy 1 Large drink and add PHP 999 for a thermal tumbler (PHP 1,174)
For more updates, visit CHAGEE Philippines on Instagram and TikTok via @chagee.ph.
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